A holiday to a place which is colder. That's something I could definitely get behind. It's always been my preferred option: Iceland anyone?
This is now one of the candidates for word of the year.
It is a trend in tourism which reverses what previously was for many people - particularly from the UK - a reason to go on holiday to a particular place: to get warm temperatures and sunshine which were 'guaranteed'.
The excessive summer heat in Greece and other locations is making people think differently about going there, especially if there is the added risk of wildfires.
The Forbes article above provides some background to the trend, as does this article.
Image: Iceland, Alan Parkinson - shared on Flickr under CC license
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